Shopper Behavior at the Point of Purchase: Drivers of In-Store Decision-Making and Determinants of Post-Decision Satisfaction in a High-Involvement Pr

ISBN-13: 9783631674949 / Angielski / Twarda / 2016 / 120 str.

Toni Schmidt

Opis

The book explores two central aspects of shopper behavior at the POP based on an eye-tracking field-experiment: decision-making and how it is affected by in- and out-of-store factors, and post-decision choice satisfaction. Results show that retailers have less influence on in-store decision-making than manufacturers, despite controlling the POP.

Spis treści

Contents: Effects of In- and Out-of-Store Factors on Attention and Evaluation - In- and Out-of-Store Factors' Interaction and Moderation Effects on Attention and Evaluation - Degree of Attention and Likelihood to Choose Favorite Brand - Determinants of Choice Satisfaction in a High-Involvement Product Choice.

O autorze

Toni Schmidt studied Finance and Accounting as well as Business Administration at the University of St. Gallen. He completed his doctorate at the WHU-Otto Beisheim School of Management.